Consumer reality: how brands are constructed

It is an implicit tenet of qualitative market research that it is possible to find out what the consumer ‘really thinks’.

Consumer reality: how brands are constructed

Chris Barnham

Chris Barnham Research and Strategy

Introduction

It is often asserted that qualitative market research differentiates itself from quantitative research because it achieves more ‘depth’. The interview process is different to that of quantitative research because it goes in to more detail and because it is open ended. It also uses different interview techniques and the analysis process is more complex. It is often argued that qualitative research gets closer, as a result of these differences, to what consumers ‘really think’.

The qualitative language that we use to describe these differences is of...

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